Hot Sauce

GROUP: BLACK FAIRY

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Outlines
1. Market Segmentation &
Market Marketing
2. Market Analysis
3. Brand Positioning
4. Market Competitors
5. Market Strategy
6. Market Mix
7. Action Plan
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Masan Consumer was established by Mr.

Nguyen Dang Quang in 2002. The name
Masan implies that a Vietnamese company,
About Us

Strong (Manh) and Intelligence (Sang) is on

the S-shaped strip of land. So that company
cannot be strong if it is not large in its own
country. That is why he divert investment for
the domestic market. And CHIN-SU chili sauce
is a product of Masan Consumer Corporation.
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Market
Segmentation
&
Target Market
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Geography In the territory of Vietnam, focus on big cities

Demography 13 – 17: Young people at high school who are active with learning,
extracurricular activities.
18 – 24: Young people at university who seem to have a lot of activities with
study, outdoor activities, and part-time job.
25 – 34: Caring women who have a small family, spends most their time for
cooking and housework.
Psychographic They are active people.
They are aware of taking care of family meals and want
their food to be more flavorful and delicious.
They want their meal to be "burning".
Behavioral They usually shop for food in supermarkets and convenience stores.
They interact with friends online and often have extracurricular and outdoor
activities with their friends.
They want to prepare their meals well.

Market Segmentation
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Target Market
Big cities
200 thousand – 3 million income,
13 – 34 years old.

Active, modern
Experience new things
Want to have “meals have one burning flavor”

Using social network

Watch Reality Video
Shop at the convenient store or supermarket
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Market
Analysis
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Current Situation: Chinsu is a

MARKET- recognized brand and entering the
fastidious Japanese market.
ANALYSIS Market Trend: gain to become
one of ten most powerful chili
sauce brands in the world in 2030.
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SWOT
STRENGTH WEAKNESS
High brand awareness,
customer’s trust, product
quality is strictly controlled,
Not diverse in size Analysis
good marketing, widely
distributed.

OPPORTUNITIES THREATS
Penetrating Fierce competition at home and
international market. abroad, foreign products
competition
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Excitement, Fun
Brand Spicy meal value
positioning
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Market
Competitor
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Direct and
Indirect
Competitors
Direct competitor: Cholimex, Vifon
Indiect competitor: Unbranded chili
sauce from small business/restaurnts
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Market
Strategy
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Customers: 2 sources which are retail customers

and distributors such as agents and supermarkets
Market Strategy

Application of science, technology and technology: Have a

great influence on production, business, and consumption

Create new customer trends: constantly bombs the media

and let the customers try food for free at convenience stores
and supermarkets

Chinsu is important for both quality and appearance: the

development of technology, the use of KOL to cummunicate for the
company, the large media coverage of Chinsu chili sauce
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Market
Mix
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Actual Product: Eye-catching and luxurious red

bottle design helps consumers easily identify the
brand

Core product: The red paste will have the

strong, stimulating taste makes the meal
more enjoyable
Augmented: Email, facebook, hotline,
phone number

Pro-
duct
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Pricing
Value Based Pricing: Supermarket, Store, Online, grocery store
Competitor Pricing: Around 9,500VND – 55,000 VND

Product line
pricing 250g bottle 2.1kg bottle 24 bottles x 250g
11,000đ 58,000đ 264,000đ
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Place
Supermarket: systems such as
Coopmart, Big C, Vinmart ...
Convenience store: Shop ‘n’ Go,
Ministop, Circle K , Family Mart,
B’s Mart
Websites: Lazada, Tiki, Shoppee
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Promotion
Objectives: Contribute to creating a flavor for
every meal of Vietnamese families
Long term: Partnering with influencer to
evaluate and promote widely. Short term: Set up
booths at large shopping malls so that everyone
can experience the taste of the chili sauce that
the chinsu brings. Message: “Vạn món ngon
bùng vị”
Social media: Running ads through social
networks (ex:facebook, instagram …), google
advertisement, broadcasting ads via television.
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Action
Plan
 Group Black Fairy
Free Sample
Giving out free samples in places
like Supermarkets: Coop.mart, Big
C, Vinmart,…
10 universities at Ha Noi and 20
universities at HCM city
Chinsu Hot Sauce Presentation Pg 21/23
Short Term
Social Network Giving Survey
Promote brand by advertising by video, Allow employees and marketers
banner, sponsoring big KOL, … on interact directly with customers
Youtube
Making social event, run facebook
ads,.. On Facebook.
Website
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Long Term

Outdoor Advertisement Television advertising Public relations

Place outdoor advertisements and Putting commercial break on Charity activities, sponsorship,…
design banners on cargo trucks, bus television, especially when it’s
stop, buses, outside convenience breakfast, lunch, dinner time
store etc TV show sponsoring: Chon Ai Day
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Thank you
for References

listening Tuongotchinsu.com, Google,

Wikipedia, Online news, Facebook,
Youtube,…
 members
1. Hoàng Thụy Khanh – BAFNIU19014
2. Lê Trung Anh – BABAWE15399
3. Nguyễn Thị Hoàng Minh – BABAWE18611
4. Lê Hoàng Thiên Kim – BABAUH18179
5. Nguyễn Công Hoàng - BABAWE
6. Võ Thành An – BABAWE18140
7. Đỗ Lưu Khánh Huyền – BABAUH18185